The Complete Marketer: 60 Essential Concepts for Marketing Excellence - Softcover

McDonald; Meldrum

 
9780749466763: The Complete Marketer: 60 Essential Concepts for Marketing Excellence
Softcover
ISBN 10: 0749466766 ISBN 13: 9780749466763
Verlag: Kogan Page, 2013

Inhaltsangabe

What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand. Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.

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Über die Autorinnen und Autoren

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specialising in marketing, leadership development, and coaching.

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Verlag
Kogan Page
Erscheinungsdatum
2013
Sprache
Englisch
ISBN 10 
0749466766
ISBN 13 
9780749466763
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
336
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
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Deutschland